Customer service is a hot topic for anyone serious about building a long-lasting brand on Amazon. So how do you achieve brand loyalty and a raving fan-base without the risk of account suspension? Let’s unpack it together!
No doubt we’ve all experienced exceptional customer service at some point in time. The type of buying experience that leaves you feeling so happy about a purchase that you just can’t help but tell others. The new guidelines are a windfall for sellers with solid customer service strategies because now there are very clear communication guidelines. So let’s cut to the chase! With the new updates are review requests allowed?
YES! Review requests are absolutely allowed through Seller Central customer messaging or through an email review request link.
However, in order to avoid penalties or risk the suspension of your Amazon FBA seller account, it is super important that you follow the rules for engaging with customers. Let us show you how to play by the rules with clever email templates, the exact do’s & don’ts of the changes as well as some out of the box thinking to improve the customer experience.
Golden rule number one: never use customer service as a band-aid solution. Set yourself up for success and make sure you master the basics:
Amazon has terms of service (TOS) which are designed to protect both sellers and buyers on its platform. Essentially, they are a list of do’s and don’ts that sellers must adhere to when communicating with buyers. Just like most rules, there are consequences for breaking them!
Whenever considering a customer service strategy always make sure it’s in alignment with current TOS. As an official partner of Amazon, ZonGuru is committed to ensuring our customers are the first to know of any changes that may affect their Amazon business.
We’ve been notified that changes to Amazon’s TOS are coming into effect 3rd November 2020.
Amazon will allow ‘permitted messages’ to be sent to customers who have contacted you about purchasing a product or who have already purchased a product from you. This is your chance to really WOW a customer and provide support that strengthens your brand reputation.
A permitted message can include:
Keep in mind whenever you send a message to a buyer it must be within 30 days of order completion, in their preferred language, and include the 17 digit order number.
As an official partner, Amazon allows ZonGuru subscribers to utilize the Email Automator tool to bulk contact customers for any of the above reasons. Never bother with sending individual messages again! To make life easier we have set up message templates within the Email Automator tool to save you time and get you back to what you do best...making sales!
You may not be aware but Amazon already does a great job communicating with buyers regarding order updates, shipping, and much more. Amazon’s new TOS prevents multiple messages being sent for the same topic and is designed to create a better buying experience. As a positive to sellers, these changes also create a more level playing field with ‘black hat’ tactics such as coupons, promotional messaging, and incentivized review requests being banned.
Amazon’s new terms of service prohibit the following messages:
We understand you want your brand to stand out from the pack, however, make sure you do it the right way. Clever email copy and language that resonates with your preferred customer will take you much further than 24 point glitter banners ever will.
Amazon prefers a consistent messaging experience for its customers and states all permitted messages should not contain the below:
Yes! Review requests are within terms of service provided you stick to the above guidelines. ZonGuru provides two tools which make light work of review requests: Email Automator and Review Automator.
The Review Automator bulk messages buyers within the Seller Central platform to request a review. The message format is standardised and can’t be changed, however this clever tool will automatically filter out any customer orders who might leave you a less-than-5-star review, such as: ineligible orders, pending orders and refunded orders.
The other option is our Email Automator tool, which acts as a communication channel between buyer and seller. A benefit of using Email Automator to request reviews is the ability to customise your message, pre-set the preferred message delivery window as well as track email open rates. This really is a super flexible tool that even allows you to create multiple email templates for different products or regions.
Just because you may not be able to send a fancy email to your customer letting them know about your latest product launch or offering doesn’t mean you can’t add value and quickly build brand loyalty in other ways.
We understand that it’s easy to become overwhelmed by horror stories of banned seller accounts who fell foul of Amazon’s terms of service. BUT, just like any healthy relationship, communication is the key. The ZonGuru team is here to let you know about the impending changes and what Amazon’s seller expectations are. In addition, we encourage all sellers to take a proactive approach to TOS changes and regularly check in and self audit to eliminate the risk of noncompliance issues.
More importantly, remember customer satisfaction doesn’t start and end with an email. The customer experience should be considered at each stage of the seller journey and will pay dividends well into the future with raving fans! Who doesn’t want that?
ZonGuru gives you the tools to take the guesswork out of day-to-day customer communications. Would you like to know more or try Email Automator for yourself? Why not sign up for a FREE 7-day trial today!
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